Issue 025

May 2007

There's a new lawman in town

When you meet a man like Marshall Zelaznik, you understand why he and people like him succeed in life. He manages the responsibility and pressure of launching of a new area of an already highly successful business with a big grin and an air of genuine excitement. We are proud to introduce this month’s Leading Man, UFC’s UK President Marshall Zelaznik.

He was first introduced into the world of combat sport, as a child in New York watching boxing with his father and his favourite fighter Muhammad Ali. His parents divorced and as a young and self-proclaimed wayward child growing up in Los Angeles he trained and competed in the boxing clubs run by the local police department. His early interest in boxing remains, but as he grew older his love of all sports rapidly expanded as he become involved in basketball, football and baseball. “I was known as a ‘sports pig,’” states Zelaznik, whose passion for sport would help set him up in later life. “I overachieved in college, something that was not expected of me, but it allowed me to go on and study further.”

The natural progression for a ‘clever sports pig’ was to become a lawyer who had a deep interest in sports law. His law degree enabled Marshall to gain an in-depth knowledge of sports management and media rights. Relinquishing his dream of becoming a sports agent when he left university, he joined a local law firm and enjoyed 11 years of success, reaching the status of partner after six years of practice. 

In his firm, he met with his friend Rob Jacobson. It was this friendship that was to change Marshall’s life forever. “Rob would always tell me about the sports deals he was doing with In Demand and Direct TV. I found it fascinating.” In Demand is the biggest pay per view distributors in the United States and Rob Jacobson was responsible for putting together TV Deals for some of the biggest sporting leagues in the world. Through his relationship with Jacobson, Marshall was made aware that In Demand was after someone to manage the company’s boxing and event deals. 

“I loved going to big events, I loved watching the basketball and going to fights, when the opportunity arose I wanted a change, so I took it.” After interviewing for the position, Zelaznik was placed in charge of some major boxing deals, with his first being a two-year deal for Oscar De La Hoya’s fights, including his battles against Campus and Mosley. 

His position allowed him to do business with some major figures within the world he always loved. “It was bizarre, after one month of working in my new position I found myself in a fracas between HBO and Don King over a Roy Jones Jr. fight. I had to sit back and ask myself, ‘how the hell did I get here?’” 

After successfully managing his way through these complicated and pressured situations, Marshall was placed in charge of all boxing programming at In Demand, a position that regularly found him meeting with some of the biggest names and legends in the sport. “I would go from having breakfast with Don King to afternoon meetings with Bob Arum or high level executives from HBO or Showtime.” At one fight involving Laila Ali the ‘sports pig’ fulfilled a dream by meeting his hero. “I asked Muhammad to sign the laminate I was wearing. I was star struck!” Although not the most professional act for a major company lawyer to admit to, the laminate is something he cherishes still today. 

In time Marshall’s responsibilities grew with In Demand, being made responsible for all planning. He was asked to oversee the programming of the Ultimate Fighting Championship. “I always loved the UFC. Once upon a time I had to try and scavenge VHS tapes off people I knew to be able to watch the fights, I now was responsible for airing the schedule on TV, this got me watching UFC again and as a result of their business dealings a relationship was formed with UFC owners Dana White and Frank and Lorenzo Fertitta.” 

Marshall was responsible for the planning of all programming, including the UFC’s rival MMA promotions PRIDE, K-1 and King of the Cage. Each organisation proclaimed to be better than the other in attempts to compete for space. “It was abundantly clear to me that it was the UFC that was really generating the energy for the sport, and everyone wanted to be part of it. The ‘old school’ UFC fans had real pride in their sport. I believe that this is unique to any sport, the passion they have is fantastic.”

“I love the fact that the success of the UFC helps repay the ‘lifers’ who have been behind the sport all the way and have helped its growth, their own marketing and support has been validated. It’s a bit like finding a good bottle of wine or a nice restaurant, you feel want to share it by telling others so that they can enjoy drinking it or eating there. The love of these people for the sport and their dedication in telling others about it was definitely being paid back, as everything about the UFC just kept getting better and better. The growth of the UFC from a TV perspective was phenomenal. When you saw the viewing figures you couldn’t help but say ‘wow!’” 

With PPV figures increasing and Spike ratings soaring, Marshall saw something special evolving and knew it was something that he wanted to be part of. “It was the mainstream growth of the UFC that really turned me on.” From knowing Marshall both personally and professionally, the UFC owners decided that one man was right for the job in the UK. “My relationship with Dana and the Fertittas really grew, without them I could not have even been able to contemplate [taking] the job and moving my whole family to the UK. When the London offer was made I was flattered by their approval and trust in me. It was their faith that helped convinced me to do it.” 

After working as a high powered lawyer and TV executive, it is clear that Marshall’s knowledge, experience and energy will help him enable his goal of making the sport of MMA as popular in the UK as other mainstream sports. “To help the UFC define MMA into a sport that will still be present in hundreds of years time is a legacy that I want to be part of.” He describes his new job and the prospect of producing UK UFC events as being “Kinda cool!”

“I see my role over here in the UK as one of the shepherd, watching over and protecting the brand that Dana and the Fertittas have built.” With support from the US, the UK office is responsible for representing the UFC appropriately. “I guarantee that the UK events will be as big as they are in the US. The formula for success will be used wherever we go, a bit like when you open a can of Coca Cola. No matter where you are in the world it will be exactly the same!”